Do your Customers actually give a shit about You?

Online retail now accounts for approximately 20% of retail sales, growing at ten times the rate of store sales in the first half of 2018 (source:ubamarket.com). So as the UK continues to lead the way with growing numbers of buying decisions being made online, I question whether your customers actually give a sh*t about you or just your product/service that you offer?

So what, if they like what I’m selling, what’s the problem?

I challenge anyone to suggest a product or service where it does not matter who or how it is delivered. The experience of making a purchase, whether it be in-person sales or online, only has to be bad once in order to ruin it completely for the customer. Especially if you happen to be in a competitive market.

That’s not to say that if you provide something truly unique that you are off the hook. If anything you need to work just as hard in order to build a loyal customer base that promotes your business.

Customers that help you grow.

I get it, you’ve heard this all before and you’re convinced that you’ll get the sale irrespective. What if I were to say that 95% of purchases are emotional or made with the subconscious mind (source:professor Gerald Zaltman) and that the success of your sale (the potential in a single transaction) is based on how the customer ‘feels’?

That changes everything, right?

People don’t buy from people – that’s utter nonsense!

The idea that ‘people buy from people’ makes me cringe. Why? Because it’s not true! People don’t even buy from people they like.

People buy from people theyTRUST.

This is the bit where I explain…

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What do you think about this person when you look at them? Uniforms, such as the one this London firefighter is wearing help identify someone we can trust immediately. They are an authority, a specialist, someone who knows what they are doing and we can trust them to do the job we need them to do.

Have you ever wondered what that pilots name is or thought about whether you like them or not before getting on a plane with him behind the wheel (so to speak)?

Probably not.

Trust in these individuals is pretty unique but they all have one thing in common, their conduct, appearance to the public, those investing in them, is (mostly) above reproach. Professional men and women that conduct themselves impeccably and present themselves to a high standard envoketrust.

Companies who fail to consider their public image could be damaging their sales potential.

Invest in you, as well as your product/service

So the truth is this. Your customers probably don’t give two hoots about who you are, it’s probably not very high on their checklist. However, whom they buy from and how they present themselves will most certainly influence their purchasing decision.

Ask yourself this…

What first impression are you giving at each of your customer touch points? Do your social media accounts all tie-up with your website? Do your sales staff have up to date modern headshots? Do your product images inspire people to buy?

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Anthony is best known as a leading headshot and portrait photographer, working primarily with actors & businesses across the UK.